Marketing Plays: Adidas Launches New Initiatives to Celebrate Female Athletes + More

See all the season’s biggest marketing moves, from ad campaigns and digital initiatives to major ambassador partnerships. Got some news to share? Send it to web@footwearnews.com. Jan. 31, 2022: Adidas is launching several new women-focused initiatives as part of the brand’s Impossible Is Nothing campaign. The new programs will focus on supporting new and established athletes via new products within footwear and apparel, athlete partnerships, and grassroots programs such as the Breaking Barriers Academy in Europe, which will provide educational resources to sporting clubs and athletes regarding gender equity in sports. Adidas will also continue to highlight female athlete stories via a film series that kicks off next month. Jan. 31, 2022: AMI has released its spring/summer 2022 campaign shot by Sam Rock. The French fashion brand described the mood as a “road trip in the immensity of the desert, an escape from reality, an ode to friendship and life.” Shot in the semi-arid desert near Almeria, in southern Spain, the cinematographic images are inspired by the inimitable style of American indie movies. The mostly black-and-white photos feature AMI’s spring/summer ‘22 collection. Marking the first collaboration between AMI and Rock, the campaign was entirely shot with an analog camera — the British

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